Conscious CPG Voices: Funky Mello turns aquafaba into plant-based indulgence

How are “Conscious CPG” companies positioning themselves in today’s fast-changing consumer market—and how are they turning to the Newtopia Now as a vital new resource to advance their brand among key buyers and decision makers?

We asked the founders and leaders of 10 emerging brands who are exhibiting their innovations—many of them for the very first time at Newtopia Now—what factors drive their decisions today. Coming from diverse backgrounds, these entrepreneurs share at least one thing in common: The belief that gathering with peers, contemporaries, buyers, influencers, mentors, business leaders and others in an intimate setting is critical to learning about the marketplace, building relationships and growing your business and brand. Enjoy our conversation with Funky Mello’s Delisa Harper.

Delisa Harper, cofounder and CEO, Funky Mello

Delisa Harper and her husband, Zach, are co-founders of Funky Mello. The Austin, Texas-based company is seeking to carve out a niche in the refrigerated desserts category with its line of plant-based marshmallow cremes formulated from aquafaba, the starchy brine derived from cooked chickpeas. Funky Mello’s product offerings are vegan, gluten free, soy free and free of eight top food allergens. Mission-based, the company also supports organizations tackling youth food insecurity. Here is the brand's story in Delisa Harper's own words.

Related:10 Conscious CPG Voices: Emerging brands take a stand at Newtopia Now

Over the past few years, we've seen a tremendous shift in consumer preferences toward healthier, natural and specialty products. This trend has directly influenced our strategy as we entered the retail scene just two years ago. From the outset, we knew that positioning ourselves in the natural and specialty space was crucial. Being health-conscious ourselves and dealing with food allergies, we were motivated to create delicious snacks that avoided the allergens and artificial ingredients we grew up with.

As an early-stage brand experiencing rapid growth, we've had to adapt quickly to the demands of scaling. One of the key lessons we've learned is the importance of leveraging data to drive sales. In our first year of retail, stores experimented with different placements for our products to maximize traffic. Additionally, we seize every opportunity to engage with store teams directly, recognizing the immense value in having advocates who believe in and promote our product.

Initially, we relied heavily on in-store demos, which were manageable when we were primarily in local stores. However, as we expanded, we had to pivot towards digital marketing. Social media has become a vital tool for raising brand awareness and fostering a sense of community. We've also learned the significant impact of in-store promotions on driving sales, especially when we couldn't be physically present.

Related:Women in CPG support each other at special Newtopia Now brunch

Innovation for us is driven by a keen awareness of industry trends and listening to our customers. This feedback has inspired creations like our seasonal vanilla chai marshmallow creme and new Dippsterz pairings. Additionally, our personal experiences with food allergies push us to reinvent beloved treats that we otherwise couldn't enjoy, which keeps us excited about expanding into new categories in the future.

Sustainable food practices are gaining traction, and our use of upcycled chickpea water for our marshmallow creme is a testament to this trend. This approach not only resonates with eco-conscious consumers but also opens up opportunities for innovation. Yet, the primary challenge lies in cost—consumers are looking for budget-friendly options. Emerging brands that can combine sustainability with affordability are likely to succeed.

At Newtopia Now, our goal is to expand our presence in distribution channels from the Pacific to Southern regions and increase brand awareness among customers in these areas. My advice for others attending the show is to thoroughly research how to position your brand in as many places as possible during the event. Making a lasting impression and building valuable relationships are key to maximizing the opportunities presented by the show. Cultivating these connections can significantly enhance your brand’s growth and visibility.

Find Funky Mello in Booth 638 in Thrive.

Newtopia Now, New Hope Network's new trade show, is set for Aug. 25-28 at the Colorado Convention Center in Denver, Colorado. For more information and to register, click here.